HKforU Roving Exhibitions

Experience the vibrant culture of Hong Kong like never before with the 'HK for U' roving exhibition

To celebrate the joyous occasion of the 25th anniversary of the establishment of the Hong Kong Special Administrative Region, our client, The Hong Kong Economic Trade Office (HKETO) in Bangkok, engaged us to design a series of exhibitions introducing Hong Kong as a good neighbor to the Thais.

Challenge:

The challenge we faced was to present content about the trade and business opportunities of Hong Kong to audiences in the client's selected venues: visitors in local malls around Bangkok.

Research:

Research showed that Thais prefer light, fun, and graphical content. We searched both online and offline platforms to determine what Thais like about Hong Kong. In addition to the food, we found that they enjoy spiritual tours such as visiting famous temples to pray for good luck and prosperity.

Solutions:

Our solution was to create the 'HK for U' roving exhibitions on Hong Kong at various local malls in Bangkok, showcasing an immersive Hong Kong experience that blends culture and creativity together. The 'U' in 'HK for U' authentically refers to the Thais, meaning 'Hong Kong for Thais'. In addition to highlighting Hong Kong's uniqueness, including renowned soft skills, business opportunities, excellent infrastructure, and exciting cultural offers such as food and attractions, we strategically added a modern twist with interactive experiences to enhance visitors' engagement. One of these was a signature traditional wishing tree where visitors could choose from 7 wishing cards (Wealth, Fortune, Health, Wisdom, Love, Friendship, and Happiness), write their wish, hang it on the tree, and pray for good fortune.

The exhibition space comprises four main sections designed to showcase different aspects of Hong Kong to our friends in Thailand: 'Hong Kong for Fun', 'Hong Kong for Fortune', 'Hong Kong for Friendship', and 'Hong Kong for Future'. The content is well allocated across these four zones, each of which is represented by an MRT subway station. Visitors can enjoy photo-taking experiences with backdrops of iconic Hong Kong MTR subway stations and share them on their own social media platforms.

Result:
The 'HK for U' roving exhibitions were a resounding success, drawing over 10,000 visitors to 7 popular venues in Bangkok and Chiang Mai. The launch ceremony was attended by senior government officials from Hong Kong, and received good coverage in local news media, generating significant buzz and excitement around the event. In addition, the hashtag #HKforU went viral on social media, with many organic posts shared by enthusiastic visitors.

Overall, the exhibitions effectively showcased the unique culture, business opportunities, and attractions of Hong Kong to our friends in Thailand, fostering greater understanding and appreciation between our two cultures and leaving a lasting impression on visitors.